From pitchside LED billboards to the teeming mixed zones and hospitality areas, China’s presence at the tournament is ubiquitous, on and off the field.

从场边的LED广告牌到人头攒动的混合采访区和接待区，在本次大赛的赛场内外，中国的存在感无处不在。

Chinese sponsors lead the tournament’s advertising standings, accounting for about $835 million of a $2.4 billion global splurge. That’s $400 million more than the next biggest spender, the United States, and easily exceeds that of host country Russia, according to market-research firm Zenith.

All this comes against a backdrop of a decline in interest from the Cup’s traditional Western backers as the aftershocks of FIFA’s corruption scandals continue to be felt financially.

这一切都源于国际足联在财政方面持续性的贪腐丑闻，让世界杯传统西方赞助商对该赛事的兴趣下降。

"The ambition of Chinese brands going global is growing rapidly, while vacancies on the World Cup’s expanded sponsorship structure has provided a shortcut to a top international marketing platform," said Jiang Lizhang, chairman of Chinese sports marketing firm Desports, FIFA’s exclusive sponsorship agency in Asia.

Chinese companies, including FIFA partner Wanda Group and sponsor Hisense Electronics Co, have taken seven of the 17 FIFA sponsor slots, a far cry from four years ago when there was only one Chinese brand involved.

"It’s something that was expected," said Franck Guignery, FIFA’s head of sales.

“这是可以预见的情况，”国际足联销售总监弗兰克·古尼尔表示。

"The Chinese government’s ambition to develop the game on a national basis is impressive and the growth plays a major part in FIFA’s vision to increase soccer participation to 60 percent of the global population by 2026.”

"The access offers companies that might not otherwise enter a global sponsorship deal the chance to do so. The value proposition is much stronger."

“成为世界杯赞助商为那些或许难以签下全球赞助协议的企业提供了机会，价值定位也要高多了。”

Chinese media are also feasting at the FIFA table, with the World Cup’s total global audience forecast to hit 3.4 billion, according to research company GlobalWebIndex.

调研公司GlobalWebIndex的数据显示，全球观看世界杯的人数预计将达到34亿，而中国媒体也参与到国际足联的这场盛宴中。

China has sent over 300 journalists, 200 of those accredited by FIFA, to cover the event, making it the biggest media legion, barring broadcast crews, among all non-competing nations, according to a report on the Shanghai Observer website.

According to China Central Television, the World Cup’s exclusive TV broadcaster in China, over 128 million viewers－almost 10 percent of the population－tuned in to watch the opening match on multiple channels.

世界杯中国区独家转播权所有者中央电视台表示，观众超过1.28亿—— 接近10%的中国人口 —— 在多个频道收看世界杯开幕战。

"After all, only about 40,000 Chinese ticketholders could enjoy the games live in Russia. The interest in the tournament back home is staggering and this is only the beginning," said Hong Jianping, a sports communication researcher with Beijing Sport University.